Orchard’s young guns win at AAAI event

The AAAI organised the national contest among its member agencies and invited entries on the theme of Girls’ Education; 114 entries were received from 25 agencies

A young creative team from Orchard Advertising Mumbai – Siddhesh Kulkarni and Vikrant Yadav – have won the Young Lotus Award at the Young Lotus Workshop organised by the Advertising Agencies Association of India (AAAI) on February 8.

The national contest was open to all AAAI member agencies and invited entries on the theme of Girls’ Education. The 114 entries received from 25 agencies were judged by KV Sridhar (Pops), national creative director, Leo Burnett India; Josy Paul, chairman and national creative director, BBDO India; and Bobby Pawar, national creative director, Mudra Communications.

The winning entry on 'Female Education'

The print campaign by the team has a photo memento of a class with their teacher; the teacher is a woman. The baseline of the campaign reads: ‘An Educated Girl can Educate a Nation.’ Some 80 per cent of the teachers in India are women, and this was the thought the team kept in mind to arrive at the idea. The campaign has also been shaped in the web format.

Another interesting entry was the one from Triton, which used a Russian doll to depict a woman who educates her family. Pops reveals that this entry ran neck to neck with the winning entry till the end. He says, “Though Triton’s entry was clever and the family idea was well used, Orchard took away the prize with its emotional quotient and execution in both the mediums.”

Kulkarni and Yadav work as a team for clients such as 9X, Lacto Calamine and Cinthol. Both are at a nascent stage in their careers. Talking about the win, Thomas Xavier, chairman and national creative director, Orchard, says, “It feels good to have a young team win because when the young win, you can be sure the agency has a future.”

The winners will be flown to Pattaya by March 23. There, they will be the official Indian representatives at the Asia Pacific Young Creatives Workshop 2008, which will be held March 24-26. They will also be guests of the AdFest (Asia Pacific Advertising Festival), scheduled for March 26-29.

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